Content

• Introduction• Business Outline• Market Segment• Product• Price• Promotion• Place (Distribution)

Business Outline

• Formed by brothers-in law Burton Baskin and Irvine Robbins.

• The Baskin-Robbins ice cream parlours started as separate ventures of Burt Baskin and Irv Robbins.

Business Outline

• Grows to a chain of 6 stores in 1945• They decided to sell their first licensing

agreement.• In 1949, It expanded to 40 franchised stores

across America.

Business Outline

• Baskin-Robbins is a franchised business with over 8 thousand outlets in 50 countries worldwide.

Business Outline - Objectives

• First introduced to Malaysia over 20 years ago• Master franchise owner Golden Scoop Sdn

Bhd• Aims : to maximize profit and retain customer

loyalty.• Malaysia now has 86 stores nationwide.

CASH COW

B&R’s Market Segmentation

• Can be inferred that generally, females are targeted as opposed to males.

B&R’s Market Segmentation

• Can be inferred that adults of 30 years and above are targeted.

• They’re most likely to have young children with them.

B&R’s Market Segmentation

• Due to high price, relatively wealthy middle to upper class adults are the main target.

Product

SundaesMilkshakes Handpacked ice-creams

Ice-cream cakes Ice-Creams!!

Product: What's your flavour?

• 31 flavours in every

storefront

• More than 1200 innovative

flavours in store library

• "Not everyone likes all our flavours, but

each flavour is someone's favourite" - Irv

Robbins

Value Analysis• Value analysis: Used to assess a product’s

success, whereby aesthetics and functions are considered.

Aesthetically pleasing products.

Added fuctionality as gift

Product Life Cycle

Baskin-Robbins City Square

Product Life Cycle: Maturity Phase

• Set foot into City Square mall since 2008 (The Star Online,2008) , 7 years to date.

• Has remarkably constant sales volume compared to competitors in the mall.

• Heavy promotions are used to attract customers.

Boston Matrix Model

Cash cow is milked by using creative promotional

methods

Price

Promotional pricing• Pink Day, certain products can be bought at a

much lower price as long as the customer has something pink on them.

• The famous 31% discount on the 31st of every month.

Price

• Psychological pricingPrices are not rounded of to the nearest ringgit.

Promotion

• Promotion: The process of communicating with customers.

• Above-the-line promotions: The use of mass media to advertise their product

• Below-the-line promotions: Used to target specifically at potential customers

Promotion: On-site review (Above-the-line)

redeem milkshakes with free points

Coupons for buying cakes

10% discount paying with maybank cards

Promotion: Throughout the year

31% discount on the 31st of every month Pink Day Promotions: Get discount for anything pink on the customer

Above-the-line promotions

Promotion: Analysis of customers

B&R’s Place/Distribution

• Store is very strategically located in City Square.

• Positioned in such a way that commuters from Singapore are bound to pass by.

B&R’s Place/Distribution

• Baskin-Robbins has minimized the number of intermediaries in their distribution channels

• The only way to buy Baskin-Robbins products is from their stores

ENDREFERENCES + Q&A